Small Business Saturday 2021: How to shop small

Between Black Friday and Cyber Monday, while many big-box stores are still slashing prices on everything from tech to skin care, there’s another shopping standout: Small Business Saturday, which highlights online and brick-and-mortar retailers nationwide.

The shopping highlight was founded in 2010 by American Express (which sometimes offers incentives for its cardmembers throughout it) and has been co-sponsored by the U.S. Small Business Administration since 2011, to address what small businesses cited as their most pressing need: getting more customers in the door, whether physically or virtually, said Walter Frye, vice president of global brand management at American Express management. That’s been an especially urgent issue in 2021, as many small businesses are recovering from the pandemic, during which some lost revenue or had to temporarily close.

Since Small Business Saturday was founded, Frye said “it’s become a movement and a staple in…

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